Program Planning: Models and Theories

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Program Planning Models and Theories
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Why Theories and Models?

• Builds clarity in understanding targeted health
  behavior and environmental context.
• Directs program planning - why, what and how?
• Directs evaluation as integral part

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Explanatory Theory Theory of the
Problem Change Theory Theory of Action
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Planning Models
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Social Marketing Approach
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Key Concepts of Social Marketing

• Consumer orientation not expert driven
• Concentrates on a defined target group
• Must understand what drives current behavior and
  what levers can be used to drive and maintain
  new behavior

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4 Ps of Social Marketing

• Product
• Price
• Place (distribution)
• Promotion (communication)

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PRECEDE-PROCEED (Green and Kreuter)

• Systematic planning process
• Empowers individuals with
• understanding
• motivation
• skills
• active engagement in community affairs

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9 phases

• 1-5 are diagnostic
• 6-9 are implementation and evaluation

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PRECEED-PROCEED Planning Model
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What is a Theory?

• Set of concepts, definitions, and propositions
• Systematic view of events or situations
• Allows explanation of events or situations

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Applying Theories to Health Promotion

• Different theories work in different situations
• Combinations of theories are often most effective

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A Good Fit Theory

• Is logical
• Is consistent with observations
• Is similar to those used in previous successful
  interventions for a similar situation

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Two Main Options

• Change people
• Change the environment
• The most powerful approaches do both

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Individual Level
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Interpersonal Level
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Community Level
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RE-AIM

• Systematic way to evaluate health behavior
  interventions
• Reach into the target population
• Efficacy or effectiveness
• Adoption by target settings or institutions
• Implementationconsistency of delivery of
  intervention
• Maintenance of intervention effects in
  individuals and populations over time

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Reach

• The absolute number, proportion, and
  representativeness of individuals who are willing
  to participate in a given initiative,
  intervention, or program.

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Efficacy/Effectiveness

• The impact of an intervention on important
  outcomes, including potential negative effects,
  quality of life, and economic outcomes.

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Adoption

• The absolute number, proportion, and
  representativeness of settings and intervention
  agents (people who deliver the program) who are
  willing to initiate a program.

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Implementation

• At the setting level, implementation refers to
  the intervention agents' fidelity to the various
  elements of an intervention's protocol, including
  consistency of delivery as intended and the time
  and cost of the intervention. At the individual
  level, implementation refers to clients use of
  the intervention strategies

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Maintenance

• The extent to which a program or policy becomes
  institutionalized or part of the routine
  organizational practices and policies. Within the
  RE-AIM framework, maintenance also applies at the
  individual level. At the individual level,
  maintenance has been defined as the long-term
  effects of a program on outcomes after 6 or more
  months after the most recent intervention
  contact.